Work samples

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2017-06-07 10:18:13

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A.Vogel Echinaforce TV commercial

I was heavily involved in this commercial for the natural cold and flu remedy. I wrote the script, created casting briefs, oversaw auditions and even found myself in the supporting cast. Post-production, I worked with the editors and sound engineers to ensure the finished product best matched our original storyboard.

First broadcast on South African TV in 2012, this TV commercial continues to screen every year around the start of Winter.

DUEL Shaving packaging

Pack copy for a relaunched range of shaving products targeted at a youth market (budget-conscious high school and college-age males still in the process of developing brand loyalty). Like the new look, communications had to be fun but family safe.

AMBI Skincare Remarkable Woman magazine promotion

To relaunch the AMBI Skincare range, a campaign was launched across South Africa to identify and celebrate remarkable women improving their communities. Not only did I propose the concept, but created all the promotion-related copy as well.

This included an interview with the eventual winner. The article appeared in the South African version of Oprah Magazine in 2008.

Tomb Raider and Queer Icon blog series

Motivated by my interest in fan communities and representational practices in the media, I wrote this analytical four-part series for my Pop Culture blog in 2015. To date, it has had over 4,800 views.

The project started with the use of social media to find fans willing to talk about their experiences. I ended up interviewing over 25 people around the world. The inclusion of their comments helped to show the real-world relevance of the piece\'s deep critical analysis.

Envirovision Solutions website

An interview with the company founder, competition research and a pile of training manuals, case studies and presentations provided me with the information to populate every page of this website with benefits-leading copy. I also proposed the site structure.

The objective was to provide concise, clear and accessible information about a very technical product: computerised visual detection systems. And to do so without playing up fears.

Descriptive writing sample 2

Illovo Sugar magazine advertisement

This double-page advertisement appeared in a specialist South African coffee magazine in 2012. The communication message had to match the upmarket nature of the publication, and appeal to coffee connoisseurs.

As a further note, I was part of the team that came up with the new multi-use payoff line for the brand. Go with Illovo! works for both consumers and corporate clients. It also functions as an all-important call to action while playing up sugar\'s energising function.

Clean & Clear Friendship Horoscope

Bundled with the year-end issue of Seventeen Magazine in 2007 was a diary as a gift to readers. Teenage skincare brand Clean & Clear had advertising space in the diary, resulting in a brief to include something fun that captured the wholesome spirit of the brand.

I created this friendship zodiac from scratch, on the basis of star sign research.

Cards Against Humanity: Tomb Raider game

Another fan project. In early 2016, I created my own themed version of open source Cards Against Humanity. This required me to create themed content (spanning 20 years of franchise history) for 30 question cards and 180 answer cards - essentially a full-size game.

This project was embraced by the fandom on its 1 March reveal. To date, the game has 189 Facebook likes and 1,773 blog views.